OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION 1
Table of Contents 1. Introduction to online advertising and Adwords... 3 2. What should we look out for... 4 3. Diversified online advertising... 6 4. Types of diverse online advertising models... 7 5. Basics of Adwords... 9 6. Google and its Collaboration with Third-Party... 10 7. 5 Quick tips to streamline your business ideas... 11 8. Conclusion... 13 9. About Us... 14 10. Contact Us... 15 2
1. Introduction to online advertising and Adwords Successful advertising stimulates prospects into action, inciting sales. And Advertising Promotions service helps you to increase sales by endorsing your products through effective ad copies that can invoke the emotional chords of your audience into buying your products or services. In the late 90s, online advertising emerged as one of the Website s premiere marketing vehicle. Later in the year 1998, a company named goto.com later Overture, which was bought by Yahoo! in 2003 contributed to the textbased ads targeting keywords and in this way search marketing was born. After a quite number of Ad networks popped up to assist marketers run display ad campaigns with web publishers, a new kind of industry inventory consolidator emerged. AdWords is Google s advertising product, which displays your ads to people who are looking for products or services similar to those that you offer on Google or its partner sites. Advertising with AdWords allows you to gain new customers and reach to the right kind of prospects at the precise moment they re searching for your type of products and services. You can choose to be charged for clicks, impressions, or conversions, depending on the type of campaign you run. 3
2. What should we look out for E-list Hunter believes that online advertising and AdWords are important tools that you have experienced so far. Once your ads are running, we provide performance data so that you can track what s working and what s not. AdWords is highly accountable, helping you understand precisely the return on your advertising investment and allowing you to make adjustments to optimize for the best possible return. Here are some activities to look out for: Online advertising and AdWords campaigns cost and performance should not be made public: Only slightest information about the number of clicks, impressions, and cost of your AdWords advertising will be given to you. Assured ad placement, either on a particular advertising channel or in a specific position: AdWords ad position is determined by an auction and changes dynamically with every new search. 4
Bullying you into signing up: Only you can remove your business from the natural or organic search results on Google.com. Deceptive pricing: The agency may not use the correct advertising budget as agreed with you ensure that you get a written official copy of your agreement. Claiming Advertising and AdWords will affect your organic or natural ranking: Advertising and AdWords has no impact on your organic or natural ranking in the search results; the two are completely different. 5
3. Diversified online advertising To increase transparency for the advertiser and quality for the publisher, dozens of smaller intermediary companies sprung up at various points on the buy/sell scale, distinguishing themselves as either DSPs or SSPs with better tailored and targeted technologies. A SSP also known as Sell Side Platform or Supply Side Platform is a technology platform for publishers to manage their ad inventory and increase revenue by tapping into the different sources of available advertising income. Google made the industry s first supply side platform acquisition of AdMeld. A DSP also known as Demand Side Platform is a similar technology to SSP where buyers seek online advertising inventory and the exactly targets the right audience. While SSP is a technology solution for a publisher, the DSP is a technology solution for advertisers. The two integrate with each other to buy and sell online media inventory. 6
4. Types of diverse online advertising models CPM: Cost per impression; the cost of an online advert per thousand views. The M stands for the Roman numeral representing 1,000. For example, in banner advertising you pay for each 1,000 ad views your banner receives. So, CPM = C=Cost P=Per M=1,000. PPC or CPC: Pay per click or Cost per click; this is an online advertising model used to direct traffic to websites, where advertisers pay the publisher (website owner) when the ad is clicked. Among PPC/CPC providers, Google AdWords, Yahoo! Search Marketing and Microsoft AdCenter are the 3 major network operators, and all 3 operate under a bid-based model. That means that advertisers paying these sites typically bid on keyword phrases relevant to their target market. CPL: Cost per lead; is an online advertising model in which the advertiser pays for an explicit sign-up from a consumer interested in the advertised offer. In contrast to the aforementioned models, advertisers only pay for qualified sign-ups making CPL pricing models the holy grail of the online advertising in the ROI rankings. 7
CPA: Cost per action; an online advertising pricing model, in which the advertiser pays for each specified action linked to an advertisement. As opposed to brand marketing, direct response advertisers consider CPA the optimal way to buy online advertising. At times, CPA is also referred to as cost per acquisition, which in general is associated with acquiring new customers through advertising. Using the term cost per acquisition instead of cost per action is not incorrect in such cases, but not all cost per action offers can be referred to as cost per acquisition. RTB: Real Time Bidding; is the buying and selling of ad impressions, in real-time within the online marketplace. DMP: Data management platform; forms the data backbone of all advertising operations. DMPs act as a cross between ad servers and customer relationship management and reports billions of points of advertising related data every day. 8
5. Basics of Adwords The following attributes to a successful AdWords generation Keywords: The words or phrases you select when users/visitors search for those words on Google, your ad may appear next to or above the search results. Clicks: The number of times users/visitors clicked your ad Impressions: The number of times your ad appears. Click through Rate (CTR): The number of clicks divided by the number of impressions is defined as Click through Rate. It is shown with a percentage symbol. A good CTR can improve your average position. Average Position: The average position that an ad appears is when it s triggered. An average position of 1-8 generally means that the ad is appearing on the first page of search results. Cost: The total amount you spend with AdWords. Conversion: The action at which your advertising results in, such as a phone call, lead, or sale. This is usually a good metric to use to measure the success of your advertising. 9
6. Google and its Collaboration with Third-Party We conceive that AdWords can help your business succeed. However, you might not have the requisite time or resources in regularly maintaining a successful AdWords account. Or maybe you would just like to seek an expert s advice. That s where our third-party associates come in to action. There are many different types of third parties from online advertising agencies who are out and competing in the global marketplace and yellow page publisher to the one-person web consultant. An AdWords third-party associates helps you and your business to save a lot of time and energy. We keep you informed, involved with the latest updates on your ad campaigns and handle the time-consuming work. Moreover, we provide you with reporting and web analytics, answering your questions and optimizing your campaigns, among many other things. 10
7. 5 Quick tips to streamline your business ideas Assess your performance: Today what is more important in AdWords is the return on your advertising investment. So you should take some time and track what you re investing on a monthly basis and the results you re receiving from those investments. Track your segmented reports on a regular basis: Segmented reports allows you to breakdown your traffic data into almost any way you would wish to see it You can break the data down by device (i.e. PC/Tablet/Mobile), traffic network (Search/Search Partners/Display etc.), Hour of day & much more. Be choosy: Be choosy in opting the right kind of third party and what other services they provide alongside AdWords to grow your business horizons. Your selling points must stand out from that of your competitors: Before investing even a dollar into an AdWords campaign, you should first do a detailed research into the pros & cons of AdWords campaign and what kind of selling points your competitors are listing on their adverts & websites. It is essential to ensure that your selling points at least match that of your main competitors which in turn will help a lot of AdWords visitors to analyze between you and your competitors. 11
Make sure landing pages are optimized to convert: In today s era when in a day each click to your site can fetch you a large amount of money, it s becoming more and more essential to do your best to ensure that each AdWords clicks of yours can change the conversion rates and ROI and increase the page rankings This means having a landing page that answers or responds to all kinds of queries that your potential customers would be asking inside their head when they approach you for your products and/or services. Some of them are mentioned below: a. Is this website advertising the exact product and/or service that I am searching for? b. Why should I approach this business rather than one of its competitors? c. What kind of quality service and customer acquisition benefits they are providing than its competitors? d. Does this business provide/deliver the advertised service and/or product within my region? 12
8. Conclusion As the online advertising and AdWords ecosystem continues to evolve there have been innumerable changes in the way advertising is designed, bought and sold. And the underlying truth behind it is the innovation & creativity coming into action. Creativity plays a vital role in online advertising and in AdWords, and it can have a profound impact on the success of a campaign and generate positive brand perceptions and increased sales. It is always believed that pictures depict more than thousand words; that's why most of the businessmen prefer promoting their products or services through online advertising and with AdWords rather through traditional marketing. Thus, online advertising and AdWords has become crucial and effective that it is one of the industry s best marketing platforms to win the minds and hearts of the consumers. 13
9. About Us E-list Hunter is an industry leading online marketing solution provider offering a comprehensive lineup of services that help you turn all your marketing efforts into measurable business results. With headquarters in USA we extended our global reach to countries including Australia, Europe and Malaysia. We at E-list Hunter aim in surpassing the expectations of our customers and deliver successful results. We provide various types of advertising services and focus largely on creativity and imagination. Whether it s brand awareness or endorsing your products and/or services, we assist you to elevate your business goals with our online advertising service. From giving innovative ideas, presentation, we provide you with whole new integrated online advertising solutions to improve your business endeavors. 14
10. Contact Us ADDRESS: 795 Folsom Street, 1st Floor, San Francisco, California, 94107 UNITED STATES PHONE: 866-722-5538 EMAIL US: info@elisthunter.com VISIT US: www.elisthunter.com 15